Unilever has reverted to its original Flora recipe in response to negative consumer feedback after it introduced a new version of the spread in early 2012.
Patty Essick, brand building director for Unilever’s UK spreads business, said the company had changed the recipe to improve Flora’s health credentials and “the product experience”.
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However, she added: “Since then, we’ve received feedback from our most loyal fan base stating a strong preference for us to bring back the taste they loved.”
While Unilever is returning Flora to its original taste, it is also maintaining the improved health credentials, Essick said.
From this month, Flora will be running a “back to the taste you love” campaign that will include on-pack communications, couponing and a money-back guarantee. The company also revealed it will launch a “multi-million pound” marketing campaign for Flora later this year.
In response to the news, one Facebook user yesterday posted on the Flora brand page: “17 months to work out what we were telling you from day one. Anyway, welcome back all is forgiven.”
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By GlobalData
